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Showing posts from March 27, 2018

Oracle’s $9 billion Java lawsuit against Google back from the dead

Oracle’s suit against Google has been brought back to life by a federal appeals court. The underlying lawsuit involved Google’s unlicensed use of Java APIs as part of Android.Oracle originally sought nearly $9 billion in damages from Google. There have now been two trials and two appeals. Google won both times at trial, and Oracle has won twice on appeal.In 2010, Oracle sued Google for patent and copyright infringement. (Oracle acquired Sun Microsystems and Java with it for more than $7 billion that same year.) Google won at the first trial on the theory that Java APIs used could not be copyrighted. However, Oracle appealed that question and won in 2014.During the second trial on the copyright violation question, in 2016, a jury found that Google’s use of Java was “fair use” and awarded no damages to Oracle. Oracle appealed the 2016 jury verdict and has now won on the fair use issue.The appellate court said that Google’s conduct was not fair use and so violated Oracle’s copyright. The…

Optimize your search, Facebook and display targeting with call analytics

Digital advertising is ruthlessly competitive. Your AdWords, Facebook and display ROI depends on your ability to show the right ad to the right audience for the right cost. But, while targeting audiences based on who they are is critical, marketers are leaving qualified leads and revenue on the table if they aren’t also targeting people based on how they want to convert.If your business values inbound calls, you can use data on those callers to target audiences that want to call you across search, Facebook and display. Download this new e-book from DialogTech to learn how to increase conversions, acquire more customers and eliminate wasted ad spend by showing audiences relevant ad campaigns tailored to generate qualified inbound calls.Visit Digital Marketing Depot to download “Optimize Your Search, Facebook, and Display Targeting with Call Analytics.”The post Optimize your search, Facebook and display targeting with call analytics appeared first on Marketing Land.

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Facebook’s local news prioritization in News Feed now rolling out globally

In January, Facebook committed to surfacing more localized news within the News Feed. This announcement came on the heels of a major News Feed update that cut organic reach to commercial Facebook pages. This local news prioritization update has now been rolled out to Facebook users in all countries, across all languages.While the social media behemoth clearly wants to surface meaningful communication between users, it is also showing a strong commitment to delivering local content. With the announcement of a localized “Today In” Hub for town hall-type content, as well as this new commitment to local news across the globe, local publishers have reason to be somewhat bullish on Facebook.This update also includes help for those local publishers with multiple locations. Facebook will now consider a publisher as local to multiple cities if the people in those cities are more likely than the people outside of those cities to read articles from the publisher’s domain. Simply put, if a public…

Thinfilm provides first NFC-for-engagement data to Adobe Analytics

Adobe has added another data source to its marketing platform, with the recent announcement by Thinfilm Electronics about integrating data from its near-field communication (NFC) tags.The Oslo, Norway-based Thinfilm makes printed electronics products, including small and inexpensive NFC tags that can be used on products to provide more information in physical stores.Thinfilm says this is the first time Adobe’s platform has integrated with NFC data for customer engagement, and it’s the first time Thinfilm has integrated data from these kinds of tags with a marketing platform.[Read the full article on MarTech Today.]The post Thinfilm provides first NFC-for-engagement data to Adobe Analytics appeared first on Marketing Land.

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Google’s core algorithm update: Who benefited, who lost out, and what can we learn?

There’s been much talk recently about Google implementing a broad core algorithm update.A couple of weeks ago, webmasters started to notice changes to their search rankings which many suspected were due to an update to Google’s core algorithm. Google subsequently confirmed this via a tweet to its Search Liaison account, manned by former Search Engine Land editor and Search Engine Watch founder Danny Sullivan.Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year….— Google SearchLiaison (@searchliaison) March 12, 2018Google has suggested that this update has nothing to do with the quality of content, and instead focuses on improving the quality of the SERPs. At SMX West, Nathan Johns, a search quality analyst at Google, stated in an AMA session that the core update was designed to “rewar…

Keyword research: 5 ways to find great long-tail keywords

The SEO landscape is changing.RankBrain, Latent Semantic Indexing and voice search have placed a heavy hand of friendly persuasion on the SEO industry, resulting in a shift towards solution-led (rather than keyword-led) content.For years, short-tail and transactional keywords were the primary focus of SEO campaigns and, to an extent, they still tend to dominate the communication channels between agencies and clients. However, there is a clear acknowledgement on both sides of the fence with regards to the power of long-tail keywords.Evangelism by the likes of Rand Fishkin and Neil Patel, along with the popularity of ‘content marketing’, has no doubt helped fuel this adoption.The complexity of Google’s search algorithm means that they/it (/he/she?!) has a stronger grasp of the intent behind a search, rather than simply looking at the keyword strings that make up said search term. This has had a direct effect on how we plan our content and attract our target audience.Does that mean that

Senate Judiciary Committee asks CEOs of Facebook, Google, Twitter to testify on privacy

And now the hearings. Earlier today, the Senate Judiciary Committee announced that it’s seeking testimony from Facebook, Google and Twitter executives on data privacy issues, triggered by the Cambridge Analytica data-mining controversy, which, as far as we know, has nothing to do with Google or Twitter.Facebook CEO Mark Zuckerberg said this past weekend that he would testify as part of a larger effort to address fallout from the scandal. However, the committee will seek to pull in Google CEO Sundar Pichai and Twitter CEO Jack Dorsey as well. The hearing is scheduled for April 10.The hearing will be an opportunity for senators to lecture and express appropriate concern about privacy practices at the big tech companies. According to the committee’s request, the hearings would “broadly cover privacy standards for the collection, retention and dissemination of consumer data for commercial use.” It will probably also seek to explore what constructive measures might be taken to avoid simila…

Marketing Day: Facebook crisis, Google GDPR & measuring ROI

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Forecast: Digital advertising pulling away from TV on global basis
Mar 26, 2018 by Greg Sterling By 2020, digital advertising to command 44.6 percent of total ad revenue.For all the procrastinators, here’s some GDPR triage
Mar 26, 2018 by Barry Levine If you’ve been slow to comply with the EU’s personal data requirements — or if you don’t know where to begin — here are a few suggestions.Google’s steps toward GDPR surrounded by questions
Mar 26, 2018 by Barry Levine The tech giant wants publishers to get and manage user consent, which apparently Google wants to co-control.After a week of crisis and mea culpas from Facebook, assessing the threats and exposure
Mar 26, 2018 by Greg Sterling There are five threats, some more real than others.Tips for measuring marketing impact to prove ROI
Mar 26, 2018 by Kristie Colby Contributor Kristie Colby expl…

Serious marketers attend SMX Advanced. Lock in best rates by next Saturday!

For more than a decade, search marketing professionals obsessed with their craft have purchased every available seat for Search Engine Land’s SMX® Advanced. This year will be no different. Don’t miss your opportunity to attend the only truly advanced search marketing conference in the nation. Join us June 11-13 in Seattle for an unrivaled professional experience.Agenda highlights – SEO & SEMSEO sessions will tackle crucial topics, including:SEO Ranking Factors In 2018: What’s Important, What’s Not.Mobile-First & AMP For The Advanced SEO.Advanced Technical SEO: Schema & Structured Date, Javascript.Solving Complex SEO Problems When Standard Fixes Don’t Apply.Optimizing For Voice Search & Virtual Assistants.See all SEO sessions.The SEM track gets going with keynotes from Bing and Google. Join for insights into future developments and opportunities you’ll have with your PPC campaigns.Sessions will dive deep into the areas that matter most, including:The Latest & Greate…

Forecast: Digital advertising pulling away from TV on global basis

Forecaster Zenith has projected global TV ad spending will be $187 billion this year, while digital is slated to grow to $227 billion. Last year, according to the agency, digital overtook TV advertising for the first time.Assuming no recessions or economic downturns, driven by uncertainty or trade wars, Zenith argues that global ad expenditures will grow by $77 billion (between 2017 and 2020). That growth will be led by the US and China.Mobile will be the largest single contributor to ad revenue growth, with TV a distant second. During the forecast period, search will be the dominant channel, followed by social and video.In 2020, digital will represent 44.6 percent of total ad spending, followed by TV with 31.2 percent. Everything else is far behind.These numbers are derivative of a number of other estimates and so represent a kind of industry consensus. Undoubtedly, the specific figures are off, but they’re likely to be directionally correct.Zenith acknowledges “concerns of global ad…